What is an email trigger in marketing?

The email marketing strategy that uses automation to send personalized emails to users in response to certain actions they carry out is known as a trigger email.

The main objective of this type of automatic emails is to get potential clients to advance through the sales funnel. As they are segmented and personalized emails, they attempt to generate trust in the customer and get them to take a specific action.

For example, an automatic email can be sent when a user has subscribed to a mailing list, to welcome them, confirm their subscription, and you can even offer them some incentive or discount to encourage them to make a purchase.

You can also send an email when you abandon the cart with products inside during the purchasing process. The purpose of this reminder email would be for you to complete the sales process. Another example could be, after completing the purchase, sending you an automatic email with the purchase information, the invoice or giving you more details about the shipping process.

In addition to attracting new customers and building loyalty with existing ones, using these automated emails saves time and improves your experience, offering you better service. Participation and obtaining feedback are also enhanced.

Characteristics of a good automated email

To send automated emails it is necessary to use an email marketing tool that offers the possibility of developing trigger marketing campaigns such as Mailrelay, Mailchimp or MailerLite, among many others.

By integrating one of these email services with your web platform, you will be able to define what actions you want to be followed by sending an automatic email. This should meet the following characteristics:

-Personalization: It is essential in a trigger marketing campaign, since it humanizes the message and makes communication more direct. Email tools allow you to use “merge” tags, which are used to insert a specific field into standard text.

For example, if the “First Name” and “Surname” field exists in the database being used, “merge” tags can be included in the body of the emails so that they are sent with the first and last name of each person in a manner automatic.

In the same way, you can also customize the subject or subject of the email. This should be short and direct, and you can follow these recommendations to create an efficient email subject.

-Brand image: So that it is easily identifiable by the user and the brand experience is complete, the company logo must be included in the automatic email and the same fonts used by the brand must be used on its website and in the rest of the marketing actions. .

-Call to action: An email trigger must have a clear objective – the action you want to achieve – and include a clear and well-defined “call to action” that motivates the user to do what you want to achieve. For example, completing the purchasing process that you left halfway.

-Simple and direct structure. Since you want to transmit a “simple” message, it is best to design an email body with a single column, which does not include dissuasive elements or elements that could distract from the main objective: for the user to perform the desired action. .

If several pieces of information are included, it is necessary to differentiate them into different sections with clear headings.

-Visual elements. In order to attract attention, in addition to text, it is advisable to include photographs and other visual elements in the message. Preferably they should be your own content. Although you can find free image banks on the Internet, generally their images do not attract attention as they have been used in many projects. If you cannot include your own photographs, opt for payment banks or turn to a professional.

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